The effect of social media advertising on purchasing in Iran: A research on instagram users

The revolution of information and network hyperspace has transformed the marketing landscape and its traditional players and new opportunities have been provided to business owners. Easy access to information, the possibility of quick comparison of products and many other Internet facilities have made the power of consumers far greater. And obviously, to stay in the world of competition, companies are forced to know as much as possible the buying behavior of consumers and try to use these methods in line with the purchasing behavior of consumers. In this regard, this research measures the impact of different online advertising methods on the buying behavior of Iranian consumers by studying Instagram users. For this purpose, a conceptual research model was, and according to the questionnaire model containing 37 questions, each question measures the effect of one of the advertising methods on one of the purchase stages, and in order to analyze the data, Binomial non-parametric test and Friedman test were used. The results show that among the types of advertising methods, only websites and search engines influence the purchase process, and the rest of the methods do not have an effect on the purchase process.The revolution of information and network hyperspace has transformed the marketing landscape and its traditional players and new opportunities have been provided to business owners. Easy access to information, the possibility of quick comparison of products and many other Internet facilities have made the power of consumers far greater. And obviously, to stay in the world of competition, companies are forced to know as much as possible the buying behavior of consumers and try to use these methods in line with the purchasing behavior of consumers. In this regard, this research measures the impact of different online advertising methods on the buying behavior of Iranian consumers by studying Instagram users. For this purpose, a conceptual research model was, and according to the questionnaire model containing 37 questions, each question measures the effect of one of the advertising methods on one of the purchase stages, and in order to analyze the data, Binomial non-parametric test and Friedman test were used. The results show that among the types of advertising methods, only websites and search engines influence the purchase process, and the rest of the methods do not have an effect on the purchase process.